Steve Cahillane and Organizational Change at Kellogg

The most important Kotter model step is communicating the vision. For a vision to be successfully implemented, it needs to be communicated effectively to all members of an organization. It is critical that people understand the vision and how it will impact them personally (Galli, 2018). A clear and concise vision provides a common goal for everyone in an organization and helps to motivate employees toward collective success. Additionally, when people are aligned with a common vision, they are more likely to innovate and take risks to achieve that vision. Therefore, communicating the vision is the most important step in the Kotter model because it lays the foundation for everything else that needs to happen, including other steps.

Reference

Galli, B. J. (2018). Change management models: A comparative analysis and concerns. IEEE Engineering Management Review, 46(3), 124-132.